Paper packaging is back with a renewed purpose: sustainability. Exploring industry leaders and novel materials, this article reveals how paper is not just an alternative but a premium, circular choice for luxury and high-street brands alike.
As the global commitment to sustainability intensifies, paper stands proudly at the forefront of the packaging revolution, emerging as the favoured choice for brands and retailers eager to shed plastic dependency. Far from a mere rewrite of history, paper is experiencing a modern renaissance—energised by innovation, tradition, and environmental urgency.
Tracing its origins to the ancient Egyptians’ use of papyrus and refined by centuries of craftsmanship from the Eastern Han dynasty of China to the heart of Europe, paper today is a sophisticated, fibre-based marvel. No longer just a humble wrapping, it now embodies a diverse spectrum of functions and a vast range of applications—spanning from delicate archival materials to robust retail packaging.
Legacy and Innovation Embodied
Pioneering British manufacturer James Cropper (H56) exemplifies the enduring heritage and future potential of paper packaging. Having crafted the first coloured papers nearly 170 years ago, James Cropper’s Coloursource portfolio now dazzles with 50 vibrant tones and a kaleidoscope of embossings and weights, tailored for everything from stationery to bespoke luxury packaging.
Pioneering programmes like CupCycling® reflect a deep-seated commitment to circularity, transforming used coffee cups into masterfully crafted packaging papers and fibre products.
European innovators like Germany’s Gmund Paper (H42) and Italy’s Favini (H40) continue this legacy with a focus on sustainability and tactile luxury. Gmund’s diverse supply includes hemp and cotton fibres, with certified recycled collections that spotlight ecological responsibility.
Favini’s groundbreaking Refit range incorporates leather industry by-products and textile waste—including denim—into beautifully textured, FSC-certified papers that have found favour with haute couture icons such as Louis Vuitton and Vivienne Westwood.
Manifattura del Seveso’s (J44) coated cotton cloth products elevate luxury packaging aesthetics, combining tradition with cutting-edge print techniques.
Contemporary Champions of Sustainability
Fedrigoni (G90) stands as a global leader pushing paper packaging innovation through sustainable material science. Its acquisition of Papkot has paved the way for revolutionary biopolymer barrier coatings—fully recyclable, biodegradable, and PFAS-free—that rival conventional plastics in protection and performance across food, cosmetics, and beyond.
Sampling Innovations Europe (E70) similarly innovates with mono-material sachets and fully recyclable scent labels tailored to the luxury perfume and personal care markets. Holmen’s (D66) Invercote paperboard, renowned for its sustainable sourcing and manufacturing at the Iggesund mill in Sweden, offers designers premium tactile and visual qualities suited to the most exacting cosmetic and pharmaceutical packaging.
Embracing the Circular Economy
This renewed focus on paper is no mere trend; it aligns with a profound economic shift towards circularity, renewability, and consumer demand for transparency. Brands from luxury to high street are embracing the elegant utility of paper—not only for its sustainability credentials but for the sensory and emotional value it adds to packaging experiences.
With paper products recyclable up to seven times, biodegradable in weeks, and capable of being engineered for impact and beauty, they form a critical pillar in the future-proofing of packaging solutions as legislation tightens and climate consciousness deepens.
London Packaging Week 2025 takes place at the Excel in London on 15 & 16 October.
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